COMPOSITION IN THE DESIGN OF INFORMATION AND ADVERTISING PRODUCT

Abstract

The means of composition used in the development of an information and advertising product are considered. We will call a composition the unification of all the elements of the form of a design object into a single whole, expressing the figurative, ideological and artistic content of this object. The main property of the composition is that various elements of the form and their combinations are perceived differently by a person due to the peculiarities of human visual perception and certain connections with the objective environment. Composition is a special artistic language through which the designer conveys his thoughts and feelings that reflect reality. The imagery in the information and advertising product is achieved by means inherent in all types of applied art. Most of all, an information and advertising product affects its emotional side. We can talk about the strict, calm, dynamic, simple, rich and other nature of the information and advertising product. Visual sensations are the starting point of a complex psychological process, their analysis, comprehension and processing into representations and concepts. In the development of this complex psychological process, a person is faced with the emotional reaction of his feelings to objects perceived by him.

In a designer's creative work on the composition of an information and advertising product, one of the main tasks is to find and convey such relationships and relationships between the elements of the form of an information and advertising product that would reveal and contribute to the expression of the artistic qualities of the design objects created by him. At the same time, the different nature of the combinations and connections of the elements of the form of an information and advertising product, in their primary properties and characteristics, can contribute to the expression of content in an information and advertising product. Therefore, such combinations and connections of form elements are a composite material for the developer of an information and advertising product, striving to express in the best way the artistic content of the design object.

Key words: artistic design, composition, information and advertising product.